# Restaurant employees become brands' most credible creators > Starbucks and Portillo’s use staff as authentic content creators. - Title: Restaurant employees become brands' most credible creators - Summary: Starbucks and Portillo’s use staff as authentic content creators. Restaurant employees generate trusted content that drives 61% of Gen Z to discover products. - Keywords: starbucks, portillo’s, employee creators, content marketing, restaurant industry, gen z, sprout social, first watch, employee content, ad revenue, paid media, loyalty programs - Source: Nation's Restaurant News — https://nrn.com/marketing-branding/why-restaurant-employees-are-becoming-brands-most-credible-creators - Read time: 1 min - Topics: starbucks, portillo’s, employee creators, content marketing, restaurant industry, gen z, sprout social, first watch, employee content, ad revenue, paid media, loyalty programs ## Starbucks pilot Starbucks launched custom Creator Networks in TikTok’s Content Suite for employee content creation. > Starbucks announced it would become the first brand to pilot custom Creator Networks inside TikTok’s Content Suite ## Employee content growth Employees post at three times the rate of similar-sized chains in Starbucks’ program. > The company reports that its employees post at roughly three times the rate of employees at similarly sized chains ## Employee creator programs Portillo’s built Maxwell Street Mavens with 15 team members creating campaign content. > Portillo’s built the Maxwell Street Mavens around 15 team members who have created content for campaigns ## First Watch program First Watch runs content creator program for hourly employees. > First Watch also runs a content creator program for its hourly employees ## Graduating seniors 73% of graduating seniors would apply to jobs after seeing employer behind-the-scenes content. > Handshake found that 73% of graduating seniors would be more likely to apply to a job after seeing behind-the-scenes content from an employer ## Consumer trust 40% of consumers discover products through employee content, 61% of Gen Z. > Sprout Social’s 2026 State of Social Media research found that 40% of consumers frequently discover a product or service through employee-generated content ## Employee credibility Employees show hands-on experience that outside creators cannot replicate. > An employee can show technique at volume, the choreography of a Saturday rush, how a piece of equipment holds up on its four hundredth ticket of the day ## Payment models First Watch pays $250 per reposted content, Starbucks shares ad revenue. > First Watch’s published program terms offer hourly employees $250 when the company reposts their content ## Timing rules Content should not be captured during working hours per First Watch’s terms. > First Watch’s terms state that content should not be captured during working hours ## FTC disclosure FTC requires clear disclosure of employment relationship in employee content. > The FTC’s endorsement guides treat the employment relationship itself as a material connection ## Influencer comparison Employee content builds credibility with existing brand audiences, influencer partners reach new communities. > Employee content deepens credibility with people who already know the brand. It humanizes, teaches, and answers questions guests are already asking ## Supplier partnerships Foodservice suppliers use LinkedIn for category-specific content creation. > Suppliers have their own version of the employee creator, and it has been building on LinkedIn ## Key principles Pay employees, write rules before filming, disclose relationship, keep independent voices. > Pay people for the work. Put the rules in writing before the first shoot. Disclose the relationship inside the content. Keep independent voices in the mix ## What works Employee creator programs succeed when the person on camera would say the same thing off it. > An employee creator program works when the person on camera would say the same thing off it ## Why it matters Employee content drives 61% of Gen Z to discover products, addresses turnover and applicant pool challenges. > Employee content drives 61% of Gen Z to discover products, addresses turnover and applicant pool challenges ## Key takeaway Restaurant employees generate trusted content that drives 61% of Gen Z to discover products.